--- title: Primer Reviews meta_title: 'Primer Reviews 2026: Details, Pricing, & Features | G2' meta_description: Filter 39 reviews by the users' company size, role or industry to find out how Primer works for a business like yours. aggregate_rating: rating_value: 4.6 review_count: 39 scale: '5' date_modified: '2026-06-30' parent_category: name: Account-Based Execution url: https://www.g2.com/categories/account-based-execution --- # Primer Reviews **Vendor:** Primer (Sayprimer.com) **Category:** [Account-Based Advertising Software](https://www.g2.com/categories/account-based-advertising) **Average Rating:** 4.6/5.0 **Total Reviews:** 39 ## About Primer Primer is a B2B advertising and audience targeting platform that helps marketing teams reach specific companies and decision-makers across major ad channels—without relying on cookies. Many B2B teams rely heavily on LinkedIn and search to drive pipeline, but face rising costs and limited scale. LinkedIn often delivers high CPMs, while search campaigns can struggle to generate sufficient conversion volume. Primer is designed to improve efficiency in these core channels while expanding reach into additional platforms like Meta, YouTube, and Reddit. Primer aggregates and standardizes data from multiple B2B data providers, allowing users to define audiences based on company attributes, job titles, seniority, and technologies used. These audiences are built to achieve higher match rates, leveraging B2C data, on ad platforms, increasing the percentage of records that can be reached and reducing wasted spend. The product is commonly used for account-based marketing (ABM), demand generation, retargeting, and pipeline acceleration. It enables teams to move beyond broad or intent-only targeting and instead focus on reaching known companies and individuals across channels. Key capabilities include: - Audience creation and enrichment: Build audiences using firmographic, technographic, and persona-level data. Primer combines multiple data sources to improve coverage and data quality, which supports higher match rates. - Improving efficiency on core channels: Increase match rates and audience precision on platforms like LinkedIn and Google, helping teams get more out of high-cost channels and improve conversion outcomes. - Multi-channel activation beyond search and LinkedIn: Extend targeting to platforms such as Meta, YouTube, and Reddit, enabling access to additional inventory and potentially lower-cost reach. - Identity resolution without cookies: Use deterministic data and identity matching to reach known companies and individuals in a privacy-first environment. - Performance insights and measurement: Analyze how specific audiences perform across campaigns, including conversion trends and pipeline impact, to support optimization decisions. - Workflow efficiency: Centralize audience building, syncing, and iteration in one place, reducing manual work and improving consistency. Primer is typically implemented by B2B marketing and growth teams that want to improve performance on existing channels while unlocking new ways to reach their target audience. It integrates with CRM and marketing systems so audiences can reflect current pipeline data and update over time. Overall, Primer provides a structured approach to B2B advertising—helping teams improve efficiency in high-cost channels, expand into new ones, and better understand which audiences are driving results. ## Primer Pros & Cons **What users like:** - Users value Primer for its **effective audience targeting** , enhancing campaign success and simplifying data integration across platforms. (9 reviews) - Users find Primer to be **incredibly easy to use** , enhancing campaign targeting confidence and effectiveness on multiple channels. (8 reviews) - Users appreciate the **sophisticated integrations** of Primer, enabling seamless syncing with CRMs and enhanced targeting capabilities. (5 reviews) - Users value Primer for its **high-quality data and strong contact match rates** , enhancing targeting and operational efficiency. (4 reviews) - Users love the **intuitive interface** of Primer, which simplifies the campaign setup and enhances overall targeting effectiveness. (4 reviews) - Lead Generation (4 reviews) - Users praise the **exceptional customer support** from Primer, highlighting their responsiveness and proactive assistance during implementation. (3 reviews) - Users value the **easy integrations** of Primer, facilitating quick implementation and enhanced targeting across marketing platforms. (3 reviews) - Lead Quality (3 reviews) - Reach Expansion (3 reviews) **What users dislike:** - Users find **limited visibility** in audience exposure and spend caps restrictive, impacting strategic planning for ad spend. (3 reviews) - Users note the **limited scaling** of Primer for niche audiences, impacting broader targeting capabilities. (2 reviews) - Users desire **better reporting** features in Primer for enhancing performance tracking and integration capabilities. (2 reviews) - Users feel **restricted by industry-specific filters** in Primer, limiting audience size and scaling ad spend effectively. (1 reviews) - Inaccuracy (1 reviews) - Users feel the **inaccurate targeting** with Primer limits audience reach and hinders effective advertising scale. (1 reviews) - Users find the **spend caps restrictive** , complicating budget management for established SaaS companies with larger media budgets. (1 reviews) - Users find the **limited functionality** of HubSpot integration frustrating, lacking essential features and reporting options. (1 reviews) - Users feel that the **limited audience options** on Primer restrict their ability to effectively scale ad campaigns. (1 reviews) - List Management (1 reviews) ## Primer Reviews ### 1. Straightforward Audience Targeting Building with a Clean UX and Clear Audience Reporting **Rating:** 4.5/5.0 stars **Reviewed by:** Rafik F. | Senior Performance Marketing Manager, Mid-Market (51-1000 emp.) **Reviewed Date:** April 21, 2026 **What do you like best about Primer?** It is one of the most straightforward B2B marketing tool used to target audiences across Google, Meta, and TikTok. Their UX is very simple and easy to understand and the integration with ad platforms is only a few clicks away. I also really appreciate the dashboard audience overview that showcase how your audience size is segmented while you are building it. **What do you dislike about Primer?** I think there's room for improvement with measuring the ROI in-platform. If a pixel is installed, then I presume it should be possible to pull key events in platform to showcase ROI for every audience built on the platform in a more inclusive view **What problems is Primer solving and how is that benefiting you?** Reaching decision makers in small business is no easy task. Primer helped us exclude a lot of the fluff job titles and industry verticals in close proximity to ours. This helped impacting our platform ROI very positively over time. **Official Response from Keith Delaney:** > Thanks so much for the kind words! We've been rolling out more and more measurement/intelligence features. Next time you log in check out the Overview! ### 2. SayPrimer Delivers Affordable B2B Targeting Across Google, Meta, and TikTok **Rating:** 5.0/5.0 stars **Reviewed by:** Dustin T. | Founder / CMO, Small-Business (50 or fewer emp.) **Reviewed Date:** April 09, 2026 **What do you like best about Primer?** Great tool that allows us to target B2B targets across all ad platforms. Most B2B ad targeting is limited to LInkedIn and CPM's are extremely expensive. SayPrimer allows us to target the same people but on Google/Meta/TikTok where the CPM's are much cheaper and people are more inclined to take action. It's helped us drive much stronger ROI for our clients. **What do you dislike about Primer?** Don't really have anything negative to say. We've been using them since 2024 and have had no issues. Customer support is amazing and they are proactive in letting you know if there are any suggestions with your account. **What problems is Primer solving and how is that benefiting you?** Reach B2B buyers with ads that I otherwise wouldn't have been able to do. ### 3. Essential for Accurate Audience Building **Rating:** 5.0/5.0 stars **Reviewed by:** Josh W. | Mid-Market (51-1000 emp.) **Reviewed Date:** March 26, 2026 **What do you like best about Primer?** I like that Primer is easy to use and it works well. Building audiences is crucial for us, and Primer gives us significantly higher match rates than any other option across paid search and social channels. It also helps us by creating and matching lists directly to platforms, making sure we have correct and accurate audiences, which is essential for getting the best return on our ad spend. Primer effectively combines lists that otherwise don't match in-platform or to the audiences we want to target. **What do you dislike about Primer?** There are some platforms that Primer doesn't connect to yet, but it hasn't created a roadblock for us at this time. **What problems is Primer solving and how is that benefiting you?** Primer helps us build audiences for paid channels with a high match rate, solving mismatched lists issues and providing use across platforms easily. It ensures accurate audiences for better ad spend returns. ### 4. Extensive Integrations and Top-Notch Data for Marketing Success **Rating:** 4.5/5.0 stars **Reviewed by:** Connor B. | Growth Marketing Manager, Small-Business (50 or fewer emp.) **Reviewed Date:** December 03, 2025 **What do you like best about Primer?** Primer offers an extensive integration suite and very straightforward reporting, which makes it easy to operationalize across our marketing stack. The tool also delivers consistently strong contact match rates and provides high-quality third-party contact data that enhances our targeting. I also appreciate the depth of their resource library and support documentation—everything from use-case walkthroughs to implementation guides is clearly explained and genuinely helpful. **What do you dislike about Primer?** The main limitation is the spend caps imposed on Primer audiences. For an established SaaS company with a larger paid media budget, these limits can feel restrictive and require additional planning to work around. **What problems is Primer solving and how is that benefiting you?** Primer helps us target our ICP with much more consistency across platforms by combining our first-party data with their extensive third-party contact database. The audience filters are the best I’ve seen—granular, accurate, and highly customizable—allowing us to create very specific segments based on contact and company attributes. As a result, we’re running more precise campaigns, improving relevance, and maximizing the value of our existing data. ### 5. Easy B2B Audience Setup for Meta & Google Ads with Powerful Filtering **Rating:** 5.0/5.0 stars **Reviewed by:** Gabriel D. | Paid Media Specialist, Mid-Market (51-1000 emp.) **Reviewed Date:** March 19, 2026 **What do you like best about Primer?** Primer offers a very easy and affordable way to set up B2B audiences on Meta and Google Ads, with filtering options that are even better than what LinkedIn Ads offers natively. You can do this in multiple ways, such as integrating directly with your CRM or uploading a CSV, and the platform is straightforward and easy to use. **What do you dislike about Primer?** In my opinion, the pricing tiers require a significant jump in commitment from one level to the next. **What problems is Primer solving and how is that benefiting you?** Primer lets us use B2B targeting filters to build more precise ad audiences on B2C platforms like Meta and Google Ads. ### 6. Efficient Audience Targeting with Cost Challenges **Rating:** 3.0/5.0 stars **Reviewed by:** Naor V. | Paid Marketing Associate, Enterprise (> 1000 emp.) **Reviewed Date:** May 05, 2026 **What do you like best about Primer?** I appreciate Primer for its customer exclusion and audience granularity features. They allow me to exclude customers and irrelevant personas from marketing programs, which is very impactful. I find the audience control it offers to exclude customers from certain offers incredibly beneficial. The initial setup of Primer was extremely easy for me, making it a smooth transition from using Metadata.io. **What do you dislike about Primer?** CPA is super high, and the ideal segments we use for true ICP targeting get overwhelmingly saturated high frequencies over 6 or so weeks. **What problems is Primer solving and how is that benefiting you?** I use Primer for audience expansion and improving lead quality, allowing me to exclude customers and irrelevant personas from campaigns. ### 7. Highly Targeted B2B Audiences That Boost Campaign Efficiency and Lead Quality **Rating:** 5.0/5.0 stars **Reviewed by:** Andrew S. | Growth Marketing Consultant, Mid-Market (51-1000 emp.) **Reviewed Date:** January 19, 2026 **What do you like best about Primer?** Primer allows us to create highly targeted audiences for B2B advertising, resulting in greater campaign efficiency and higher quality leads. **What do you dislike about Primer?** If your audience is niche and you are using Primer for 1:1 targeting there can be a limit to it's scale. We've gotten around this by using Primer to create high quality seed lists for the platform algorithms to leverage. **What problems is Primer solving and how is that benefiting you?** We are trying to improve paid social campaigns through better audience targeting. Primer is helping us become more efficient in cost per metrics while also improving our lead quality which saves our Sales Team time. We have limited native audience targeting based on our ICP and therefore depend on Primer to reach the right business decision makers. ### 8. Flexible Audience Building and Easy Ad Platform Sync for Surround-Sound Campaigns **Rating:** 4.0/5.0 stars **Reviewed by:** Connor M. | Director of Marketing, Mid-Market (51-1000 emp.) **Reviewed Date:** January 26, 2026 **What do you like best about Primer?** Primer offers great flexibility for building and creating audiences while also making it easy to sync directly with my primary ad platforms. This allows for great surround-sound advertising across the places my customers like to be. It was very easy to set up and we use this in for audience building on a daily basis. **What do you dislike about Primer?** Primer can become even stronger if it allows for syncing to more ad platforms. It would also be great if there were some way to get reporting on exposure to the audience by platform. **What problems is Primer solving and how is that benefiting you?** Primer is helping ensure that we align our paid media targeting with our ICP across different platforms helping ensure efficient advertising and targeting. ### 9. Strong META Audience Match Quality **Rating:** 5.0/5.0 stars **Reviewed by:** Kristian N. | Paid Social Specialist, Small-Business (50 or fewer emp.) **Reviewed Date:** May 20, 2026 **What do you like best about Primer?** Strong META audience match quality rate! **What do you dislike about Primer?** I wish audiences could be deleted, not just archived **What problems is Primer solving and how is that benefiting you?** Primer helps us solve the problem of limited targeting options on Meta. Instead of relying only on lookalikes or interests, we can build audiences based on real business attributes like job titles, companies, industries, and company lists, then push those audiences into Meta. That gives us better targeting precision, higher match quality, and usually better lead quality because Primer adds a layer of B2B intelligence that Meta does not have natively. ### 10. Great UI/UX and Accurate Matching That Works as Advertised **Rating:** 4.5/5.0 stars **Reviewed by:** Soumen H. | Fractional CMO | Marketing Strategy | Demand Gen, Small-Business (50 or fewer emp.) **Reviewed Date:** May 22, 2026 **What do you like best about Primer?** UI?UX is great and overall the product works as advertised. The matching is very good. **What do you dislike about Primer?** The revealed visitor interface is a little confusing to understand. And possibly charge based on number of matched contacts than number of audiences. **What problems is Primer solving and how is that benefiting you?** Reaching the right audience across all popular ad channels. ### 11. Clean, Easy-to-Use UI with Straightforward Targeting Options **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Health, Wellness and Fitness | Enterprise (> 1000 emp.) **Reviewed Date:** April 24, 2026 **What do you like best about Primer?** The Primer platform has a clean user interface that is easy to use and understand. The targeting options are straightforward and you know what you're getting when building your audiences. **What do you dislike about Primer?** The suppression list capabilities were a bit lacking at first. Large audiences need to be broken out into multiple smaller audiences to ensure all contacts & companies are included when syncing with an ad platform. **What problems is Primer solving and how is that benefiting you?** Primer is helping us get our messaging in front of decision makers in a highly competitive space. With this targeting we see higher down-funnel conversion metrics as users progress through the buyer's journey. **Official Response from Keith Delaney:** > Thanks! We should have 50M person suppression audiences built out in about a month! Actively being worked on :) ### 12. Easy to Use with Powerful Targeting and Essential Data Access **Rating:** 5.0/5.0 stars **Reviewed by:** Mike P. | COO, Small-Business (50 or fewer emp.) **Reviewed Date:** March 25, 2026 **What do you like best about Primer?** Ease of use and targeting capabilities along with access to essential data. **What do you dislike about Primer?** Need more audience with an account, the amount of audiences given is restrictive **What problems is Primer solving and how is that benefiting you?** Allowing us to more precisely target the audiences we want to get in front of and push those audiences cross-platform. ### 13. Precision Targeting Made Easy with Primer **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Information Technology and Services | Enterprise (> 1000 emp.) **Reviewed Date:** November 21, 2025 **What do you like best about Primer?** Primer makes it incredibly easy to reach a very specific ICP with precision. The detailed targeting options such as company size, job title, seniority, and industry are highly valuable for B2B audiences, especially on channels where this level of granularity is not available. The platform itself is intuitive and user-friendly, and the onboarding support was excellent. We received hands-on training and clear guidance on how to get the most out of the tool, which helped us ramp up quickly. **What do you dislike about Primer?** I would love to see continued expansion of integrations with additional social and advertising platforms. Some audience segments we build end up being quite small, so it would be helpful to have built-in recommendations on how to broaden them, such as suggested additional job titles or related roles that still fit within our ICP. **What problems is Primer solving and how is that benefiting you?** Primer helps us reach our ICP across channels where B2B targeting is limited or too broad. For example, platforms like Meta do not offer job-title-level targeting, which makes it difficult to reach the right professional audiences. Primer fills that gap by providing the precision we need, which improves the quality of our targeting and the performance of our campaigns. ### 14. The best platform for finding your B2B audiences on social media **Rating:** 5.0/5.0 stars **Reviewed by:** Lauren K. | Sr. Growth Manager, Enterprise (> 1000 emp.) **Reviewed Date:** August 08, 2025 **What do you like best about Primer?** Primer is a great tool for B2B companies trying to reach their target audiences on social platforms. The onboarding process was quick and seamless, with hands-on support that got us up and running in a couple of days. The platform itself is intuitive and user-friendly, making it easy to narrow in on your ICP. I’ve been very impressed with the quality of Primer’s data and the strong match rates we’ve seen across paid channels. It’s great for both ABM and broader demand gen efforts, expanding our reach across multiple platforms. Integrations have also been smooth. Primer easily integrates with your CRM, and syncing audiences takes just a few clicks. Their customer support really stands out as well: the team is fast to respond, proactive in gathering feedback, and clearly invested in making the product better over time. Overall, I've been very happy with my Primer experience. **What do you dislike about Primer?** I wish it connected to even more social media channels, but heard that this is in the product roadmap! **What problems is Primer solving and how is that benefiting you?** Reaching my ideal B2B audience on Meta and Google based on precise targeting attributes like job title, company, seniority, etc. ### 15. Great for Niche Targeting, But Limited Audience Size Restricts Scaling **Rating:** 4.0/5.0 stars **Reviewed by:** Brooke B. | Campaign Manager, Mid-Market (51-1000 emp.) **Reviewed Date:** October 17, 2025 **What do you like best about Primer?** This tool enabled us to connect with a specific niche audience and generate a number of qualified leads. **What do you dislike about Primer?** Our audience is highly specialized, and with Primer, we found ourselves restricted by both industry and specific filters. The available audience sizes are also quite small, which prevents us from scaling our ad spend and leaves us somewhat constrained. **What problems is Primer solving and how is that benefiting you?** Helping us reduce spam leads and driving more qualified lead volume. ### 16. Invaluable matching tool allowing us to accurately reach more of our ICP **Rating:** 5.0/5.0 stars **Reviewed by:** Stephen C. | Head of Growth; SVP Marketing, Small-Business (50 or fewer emp.) **Reviewed Date:** July 29, 2025 **What do you like best about Primer?** Primer provides a simple way for us to reach specific business audiences on the largest platforms - always updated, highly accurate. Without Primer, we'd be shooting in the dark on important ad platforms, making it difficult for us to achieve our ROAS goals. The founder is extremely customer focused as well. **What do you dislike about Primer?** Pricey, but worth it if you invest in the platform and can get the scale. **What problems is Primer solving and how is that benefiting you?** Primer helps us identify and reach our ideal customers on major ad networks where they’re most active. It’s enabled us to more than double our addressable audience, giving us a significantly better shot at hitting our ROAS targets and driving success. ### 17. Great tool to expand reach on paid social channels **Rating:** 5.0/5.0 stars **Reviewed by:** Abhi M. | Growth Lead, Mid-Market (51-1000 emp.) **Reviewed Date:** July 25, 2025 **What do you like best about Primer?** We saw our reach on paid channels like Meta go up by 50%+ in just a matter of weeks as we switched out our direct 1st party uploads to Primer. **What do you dislike about Primer?** We're looking for more support across multiple channel types like X (Twitter) which they're still building out. **What problems is Primer solving and how is that benefiting you?** Our biggest issue resolves around audience matching in channels such as Meta & Google given that we have b2b data for each target resulting in poor audience matching rates when our audiences are uploaded. Primer helped us better match our lists to accounts that were likely created with personal email addresses. ### 18. Primer has enhanced our B2B efforts! **Rating:** 4.5/5.0 stars **Reviewed by:** Garrett M. | Sr. Digital Marketing Manager, Enterprise (> 1000 emp.) **Reviewed Date:** May 21, 2025 **What do you like best about Primer?** Primer has been instrumental in enhancing our B2B marketing efforts, particularly on platforms like Meta where native targeting options often fall short. Its ability to enrich business email lists has significantly improved our audience match rates, leading to more effective retargeting and the creation of high-performing lookalike audiences. The platform’s intuitive interface and seamless integrations with major ad platforms have streamlined our campaign setup processes, allowing us to reach our ideal customer profiles with greater precision and efficiency. **What do you dislike about Primer?** Would love to use Primer on more channels - Reddit, TikTok, Twitter, etc. **What problems is Primer solving and how is that benefiting you?** Primer helps resolve lack of or poor targeting capabilities on advertising platforms like Google, Meta...etc. ### 19. No more black box targeting **Rating:** 4.0/5.0 stars **Reviewed by:** Sutton R. | Demand Gen Manager, Mid-Market (51-1000 emp.) **Reviewed Date:** March 03, 2025 **What do you like best about Primer?** Primer has been crucial to effectively targeting and reaching our ICP and target lists with confidence and ease, especially on B2C channels like Facebook. Not to mention, they have the highest match rates in the game. The days of black box targeting are finally over! **What do you dislike about Primer?** We can't fully leverage the HubSpot integration (currently in Beta) because it doesn't support list membership filters, which is how our target lists are all structured. You can pull in audiences based on all other properties across objects, but some don't populate. It would also be nice to have out-of-the-box reporting capabilities. **What problems is Primer solving and how is that benefiting you?** Primer is helping us "surround sound" our most highly-valued prospects with cross-channel advertising, allowing us to be omnipresent where our buyers spend time online. This gives us confidence we are targeting the right people in the right places at a high rate. ### 20. Excellent B2B Targeting for Meta, Google, and More **Rating:** 5.0/5.0 stars **Reviewed by:** Jason L. | Sr. Product Marketing Manager, Small-Business (50 or fewer emp.) **Reviewed Date:** March 10, 2025 **What do you like best about Primer?** Translating B2B audiences and similar targeting to social and ad platforms that run mostly on personal email addresses and identifiers has always been challenging as you're often working off business emails. I've tried a couple of solutions, e.g., running Clay tables (but that burns through lots of Clay credits, and syncing to platforms is a pain), as well as MetaMatch and Bombora (the quality of the audience data is suspect and I got terrible results). Enter Primer: They do the best job of making it easy to build audiences and sync them with Google, Meta, and LinkedIn as they resolve to identifiers those platforms can ingest. Plus, they allow you to sync with CRMs like HubSpot or Marketo to build additional audiences and use your CRM for exclusion or suppression. The quality of the data is the best I've seen as we've A/B tested Primer vs. other audience solutions and Primer consistently comes out on top as far as metrics that we ultimately care about like conversions, influenced pipeline, and revenue. I'll always gladly take more qualified traffic over more overall traffic. You're not forced to talk to a salesperson and simply take their word for it -- they offer a generous free trial that allows you to test out a couple of audiences. **What do you dislike about Primer?** Some features (such as ad destinations of Reddit, X, and TikTok) are beta, but the team works with you to get those set up. It's somewhat manual, but here's hoping they automate the connections or pipes like they did for LinkedIn, Google, and Meta. Like their standard destinations, we've seen improvements when using Primer data for beta destinations like Reddit and X. **What problems is Primer solving and how is that benefiting you?** Primer makes it super simple for me to set up our audiences and sync them to Google, Meta, and LinkedIn. ### 21. A must-add to your ABM stack **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Information Technology and Services | Mid-Market (51-1000 emp.) **Reviewed Date:** June 05, 2025 **What do you like best about Primer?** Ease of use - connects to CRMs without much hassle and the data quality is solid. **What do you dislike about Primer?** Nothing I dislike at this time. Everything I experience is as advertised. **What problems is Primer solving and how is that benefiting you?** Helping us save money by being hyper-targeted with who we serve ads to. ### 22. A gamechanger for multi-channel marketing **Rating:** 5.0/5.0 stars **Reviewed by:** Gaurav N. | Sr. Demand Generation Manager, Mid-Market (51-1000 emp.) **Reviewed Date:** July 31, 2024 **What do you like best about Primer?** Primer allows you to target exactly who you want to using your first party data coupled with third party data across the major digital ad platforms for social and search. They also make all of the integrations easy and straight forward so it's quick to implement and get started. You even have the ability to use reliable and accurate occupational based targeting, exclusive to LinkedIn, on other ad platforms (taking advantage of their cheaper costs) with the highest match rates in the industry. Anyone who does b2b marketing should be using Primer every single day. **What do you dislike about Primer?** Initially, the product had some latency and usability issues but as of the recent updated platform roll out those have all been taken care of. Serious kudos to the Primer team for the updated release and all of the white glove service along the way. **What problems is Primer solving and how is that benefiting you?** They give you the most reliable and accurate occuptational based targeting abilities outside of LinkedIn and they provide you with the highest match rates for any first party data you want to target using a digital ads platform like LinkedIn, Google, or FB/IG. ### 23. The best option to increase lead quality on paid social channels **Rating:** 5.0/5.0 stars **Reviewed by:** Marcus M. | Growth Marketing Specialist, Mid-Market (51-1000 emp.) **Reviewed Date:** February 28, 2025 **What do you like best about Primer?** The platform is incredibly strong and easy to use—Primer has helped us significantly increase our ROAS on Meta Ads by ensuring our campaigns target the right people. If you're running B2B acquisition campaigns on paid social channels, I highly recommend Primer! **What do you dislike about Primer?** We haven't encountered any significant issues. It would be great to have TikTok Ads as a destination in the future! :) **What problems is Primer solving and how is that benefiting you?** It helps us reach our ICP on Meta Ads, which isn’t easy using the ad platform’s native targeting options. ### 24. Powerful tool unlocks LinkedIn-level B2B targeting on Google and Meta **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Computer Software | Mid-Market (51-1000 emp.) **Reviewed Date:** November 26, 2024 **What do you like best about Primer?** Primer is awesome for building hyper-precise B2B audiences for paid social, search, & display. This unlocks targeting that was previously only available on LinkedIn on other channels like Google and Meta. It's also great for maintaining ABM / target account lists - since it dynamically reads from your CRM, there's no need to consistently upload new account lists into LinkedIn every quarter. Saves a ton of time and boosts paid program efficacy. **What do you dislike about Primer?** Haven't had any significant problems. It would be cool if they added more destinations like Connected TV platforms, but I hear this is already on the roadmap. **What problems is Primer solving and how is that benefiting you?** It addresses limitations in Meta & Google's native targeting mechanisms, specifically for B2B. Also addresses pain points with audience orchestration by eliminating manual list uploads. ### 25. A Performance Marketer's Dream Come True **Rating:** 5.0/5.0 stars **Reviewed by:** Jason N. | Mid-Market (51-1000 emp.) **Reviewed Date:** February 16, 2024 **What do you like best about Primer?** The flexiblity of the platform and robust features that allow you to directly integrate data from the CRM and build audiences directly aligned to business goals. We did not experience any big issues during the implementation process. Without Primer, you're at the mercy of the platforms and if you're focused on ABM, it's usually defaults to Linkedin. Primer expands the field to enable you to have account targeting on Meta, Google, and more with the ability to export the list so you can format to whichever channel you so choose. I've seen match rates over 60%. As our business is iterating on our ICP, I am able to quickly get into Primer, chose the right filters and set a regular schedule for them to sync to our ad platforms. As long as our CRM is kept up to date, I no longer have to worry about having to recreate an audience segment, export a list in the CRM and reupload. This opens doors to many directions. The support and attention you get from the team is amazing and I appreciate them stepping in whenever I have questions/issues. **What do you dislike about Primer?** - There is a limit of contacts per audience you create, but I was informed this will be updated. - Lack of reporting, be great to have a full view into the audiences being utilized and the traffic that is acquired from the list - Organizing segments when you have a bunch can be challenging today - No campaign optimization feature **What problems is Primer solving and how is that benefiting you?** - Operational processes - Improving lead quality ### 26. Primer - Data Enrichment necessity but soon extinct post AI **Rating:** 0.5/5.0 stars **Reviewed by:** Kairav S. | Product Manager, Mid-Market (51-1000 emp.) **Reviewed Date:** December 26, 2023 **What do you like best about Primer?** Primer in itself is an interesting data enrichment tool. I installed it couple of years back to enrich my org's Salesforce lead data with most updated info. We're into $$ financing business to SMB's so it was quite essential for us to have most updated info to qualify the clients we want to provide financing. Cut to 2023 and we now use Open AI integration to update leads. Primer is at very early stage, it has lot integration issues. I wouldn't recommend the tool to anyone escpecially post AI era. There are lot of free/better tools available now to enrich your data. **What do you dislike about Primer?** Quite lot of things. The tool has lot of bugs. The integration interface has quite lot of issues and it's outdated. The customer support lacks understanding and it not equipped with the necessary skill set. Plus, the data enrichment isn't unique and has data consistency issues so it will require you quite a bit of manaul clean-up. Also, The tool is not user friendly to set up custom integration rules. **What problems is Primer solving and how is that benefiting you?** Data enrichment - We're a B2B fintech company providing financing to SMBs to it's very important we've the most updated info in our CRM to qualifiy businesses and to decide on the $$ we want to finance the business. Primer is integrated with our CRM org. The tool also enrich our lead gen data tools. **Official Response from Keith Delaney:** > Hi Kairav, Thank you for taking the time to share your feedback. After looking into our records, we couldn't find any indication that you've signed up for our platform, though we have been collaborating closely with your colleagues, Graham and BJ, who have shared positive feedback and seem to be deriving significant value from our tool. In fact they published a case study with us: https://www.sayprimer.com/customers/kickfurther-b2b-teams-niche-icp It’s worth noting that our CRM enrichment product was in beta and is no longer supported as we've decided to take it back to the drawing board based on early feedback. Our core offering focuses on reading data from CRMs and other sources to build effective ad audiences, which is where the majority of our customers see the most value. We’re always looking to improve and innovate, and your feedback is crucial to that process. If you have any insights or suggestions on how we can better serve your needs, particularly in our primary area of focus, we’d love to hear them. ### 27. A Great Tool For Managing Business Workflows **Rating:** 4.5/5.0 stars **Reviewed by:** Atletica G. | Communication Manager, Electrical/Electronic Manufacturing, Small-Business (50 or fewer emp.) **Reviewed Date:** April 03, 2024 **What do you like best about Primer?** The product enables Ai powered workflows Personalisation of the software. Integration of the software with CRM. Availability of quality leads and real-time email verification. It is a reliable source of getting verified emails for prospects. The software is always up to date with no issues of updates when it is in use. Increased return on invested capital and personalised customer services. Prymer enables proper marketing and segmentation. Quick validation and verification. Quality customer service and unlimited frequency of use. Sale's targeting and lead quality leads. **What do you dislike about Primer?** The software is not for small businesses and organisations with low profit margins, it is for established businesses. It is very pricey and requires high capital investments. **What problems is Primer solving and how is that benefiting you?** We have walked with the platform step by step to maximising our profits through leads management and ingestion. ### 28. Streamlined Marketing Powerhouse **Rating:** 5.0/5.0 stars **Reviewed by:** Shaharuzzaman L. | Founder, Information Technology and Services, Small-Business (50 or fewer emp.) **Reviewed Date:** January 03, 2024 **What do you like best about Primer?** What I like best is the comprehensive subscription plan. It offers unlimited high-match rate ad audiences with flexible refresh options. The Salesforce integration for read and write, along with CRM enrichment, ensures seamless workflow. Primer Conversion Reporting and dedicated Customer Success support enhance overall effectiveness. Online DPA/MSA adds convenience to the package. **What do you dislike about Primer?** One downside is that it could be more user-friendly in terms of interface and navigation. Improving the overall user experience would make it even better. **What problems is Primer solving and how is that benefiting you?** It solves the challenge of targeted advertising by offering unlimited high-match rate ad audiences. The Salesforce integration and CRM enrichment streamline data management, making it easier to optimize campaigns. Primer's Conversion Reporting and dedicated Customer Success support ensure effective results, addressing key marketing obstacles and boosting overall efficiency. ### 29. ABM KIller **Rating:** 5.0/5.0 stars **Reviewed by:** Jim L. | Digital Marketing Director, Mid-Market (51-1000 emp.) **Reviewed Date:** June 06, 2024 **What do you like best about Primer?** Primer replaces all my DSP relationships because now I can target the needles and not the haystacks. The V2 speed is incredible when it comes to creating custom audiences you use in GoogleAds, LinkedIn and Meta. **What do you dislike about Primer?** Other than not providing the associated demographic info with the targeted audience, there is nothing I don't like. This will change the way you do marketing. **What problems is Primer solving and how is that benefiting you?** We use it to create custom audiences for display and video ad targeting. ### 30. The must have platform for marketers - so many use cases! **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Computer Software | Small-Business (50 or fewer emp.) **Reviewed Date:** October 24, 2023 **What do you like best about Primer?** [This is an unincentivized review] We have been a power user of Primer since Q3 FY23; over the last 4.5 months we have uncovered numerous use cases including: 1. Finding new contacts within our ICP - and this enabled us to rock inbound leads. Within out this, we would have missed our Q3 goals. 2. Enriching data from conferences enabling us to have a real multi channel, multi treaded outreach. 3. Higher match rate on LinkedIn - our lists match at 90%; from here it has enabled us to bring down the cpc, cpl, and SALs. 4. Our conversion rate from MQL to SAL is over 90%, this shows that Primer is identifying the RIGHT contacts within our ICP. Beyond the tool itself, Primer has one of the BEST support teams I have had the pleasure of working with. 1. Weekly touch points to ask what I need, any challanges they can help with and brainstorm ideas to meet my goals. 2. The continuous innovation, part of which includes feedback I have given on the "nice to haves". 3. I have access to the entire team via the Slack channel - this is amazing as I can ping any of the team members on questions, brainstorming, etc and response time is almost immediate! **What do you dislike about Primer?** What I dislike is I need to leave this as an anonymous review so that our competitors don't uncover what powers our outreach strategy and has enabled us to build a solid demand gen motion! **What problems is Primer solving and how is that benefiting you?** Primer finds our ICP very easily and provides accurate contact information. This enables us to built a muti channel outreach strategy. We have used Primer to build our demand gen motion. ### 31. Great tool for building ad audiences + data orchestration **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Computer Software | Mid-Market (51-1000 emp.) **Reviewed Date:** September 19, 2023 **What do you like best about Primer?** Incredibly responsive customer support. Frequent product updates. Efficiency of building audiences for ad platforms - doing this manually is slow and painful. Having the ability to target very precise audiences across multiple ad platforms has helped us improve performance of ads and responses in our outbound campaigns. Always love hearing our prospects tell us that they see our ads everywhere, on all their social platforms. **What do you dislike about Primer?** This has improved, but it's taken up to three days to build and sync audiences in the past. Before we upgraded to the unlimited plan, it was difficult to see what was consuming credits on our account, and sometimes things that weren't supposed to consume credits ended up consuming credits. There are some product gaps. There's not a way to combine audiences from two different lists, like if you want the audience to include people from either list (list A OR B). Sometimes data that I need is missing from the export, and I'll have to file a ticket. That being said, they are constantly soliciting feedback and do release product updates frequently. Their team is very responsive to questions and requests. I feel like they are a true partner, something I can't say about most vendors I work with. **What problems is Primer solving and how is that benefiting you?** We primarily use Primer to build ad audiences and send data to various ad platform destinations. I've done this manually in the past, and it's very painful, slow, and prone to error. ### 32. Good product getting even better **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Financial Services | Small-Business (50 or fewer emp.) **Reviewed Date:** November 28, 2023 **What do you like best about Primer?** Primer made it easy to consolidate and unify a number of our go-to-market tactics. By bundling the data providers, they were able to strengthen the final output beyond what any one provider would deliver, and they were able to sync this with identity resolution technology that allows the user to create highly accurate ad audiences. The interface has gotten better and better since day one and the support is quick and friendly on the occasion it's needed. **What do you dislike about Primer?** There's really no one thing I don't like. I became a customer in their early days, which meant occassionally being part of some product updates and testing, but the support team was a dream -- responsive, fast and provided clear updates. **What problems is Primer solving and how is that benefiting you?** I loved that Primer centralized the ability to source net new contacts, build advertising audiences to sync to ad platforms, and enrich existing and new data sets. It was the first platform I saw that took the lead database product and made it much more actionable for the modern B2B go-to-market team. The ability to build audiences that can be used simultaneously across media (think outbound at the same time as delivering social ads) was unique and I'm still not sure there's a competitor to them a year or two after making the purchase. ### 33. An invaluable tool for our GTM motion **Rating:** 4.5/5.0 stars **Reviewed by:** Isaac W. | Digital Marketing Specialist, Marketing and Advertising, Mid-Market (51-1000 emp.) **Reviewed Date:** September 15, 2023 **What do you like best about Primer?** Primer allows me to run hyper targeted campaigns on LinkedIn to audiences that are changing daily. Without Primer, I would be spending hours updating dozens of audiences to accomplish what I am now doing in minutes with Primer. **What do you dislike about Primer?** Primer went through some growing pains initially, as any company does early on, but their Customer Success team has really put the work in to earn my trust; answering endless questions from me and running extensive tests when I request them. **What problems is Primer solving and how is that benefiting you?** Primer makes my life so much easier. I am constantly trying to push our GTM motion forward with hypersegmented audiences to generate pipeline and accelerate our sales cycle. The amount of audiences that I want to update on a weekly basis would prevent me from doing so if it weren't for the automation that Primer provides. ### 34. Great product with a known use-case! **Rating:** 4.0/5.0 stars **Reviewed by:** BJ S. | Small-Business (50 or fewer emp.) **Reviewed Date:** November 01, 2023 **What do you like best about Primer?** We are just scraping the tip of the ice berg when it comes to leveraging Primer to its full capability. However, for the use-case of building and functionalizing a foundational ABM List, the tool has been great for us. Its enrishment capabilities and integrations with our primary acquisition channels have made this new process seamless for our business. **What do you dislike about Primer?** Primer, as a tool, doesn't point you in the direction of new opporortnistic tactics to accomoplish goals. You need to understand your goals and tactics with plans ot leverage the tool beforehand. **What problems is Primer solving and how is that benefiting you?** Primer makes scraped, purchased and otherwise limited contactslists usable in acquisition channels. ### 35. Amazing tool for user segmentation and audience building **Rating:** 4.5/5.0 stars **Reviewed by:** Matias D. | Lifecycle Manager, Financial Services, Mid-Market (51-1000 emp.) **Reviewed Date:** December 31, 2023 **What do you like best about Primer?** It has a good UX for first-time users to create multichannel audiences easily. **What do you dislike about Primer?** Integrations could be easyer to be done. **What problems is Primer solving and how is that benefiting you?** It is a tool with great power to create multichannel audiences and improve CRM retargeting. ### 36. Map your cross platform target user for better usability **Rating:** 5.0/5.0 stars **Reviewed by:** Kowsalya S. | Small-Business (50 or fewer emp.) **Reviewed Date:** December 28, 2023 **What do you like best about Primer?** It helps me reach my Meta audiance in a better targetted way which helps me to choose right user. Customer support is very respnsive. This CTR improvement is really blow my mind. **What do you dislike about Primer?** I didn't find any dislike, anticipating for the upcoming update now. **What problems is Primer solving and how is that benefiting you?** Primer actually helps me to execute my marketting plan after joined with them the marketting output is simply fentastic and happy with the performance. ### 37. Greatly improves Meta match rates **Rating:** 5.0/5.0 stars **Reviewed by:** Will M. | Cofounder, Small-Business (50 or fewer emp.) **Reviewed Date:** September 27, 2023 **What do you like best about Primer?** Product is great – I can greatly improve our reach on Meta, while also making sure we're reaching the right people. Customer Success is extremely attentive and responsive. **What do you dislike about Primer?** Primer is still an early tool, and they have some kinks in their software that you have to work around **What problems is Primer solving and how is that benefiting you?** We use primer to have more reach & control over audiences when advertising on Meta or Facebook. ### 38. The only way to reach your audience **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Information Technology and Services | Small-Business (50 or fewer emp.) **Reviewed Date:** November 16, 2023 **What do you like best about Primer?** Primer makes it possible to build and reach your ideal customer across multiple marketing channels by layering data sources. It provides an unprecedented level of granularity by allowing you to filter audiences by hundreds of data points and guarantees accuracy because it uses so many different data providers. Then it lets you send that audience to platforms like Meta. This makes your marketing activities much more efficient than previously possible. **What do you dislike about Primer?** Not much! Primer is a true gamechanger.If anything, I wish it were a little more affordable, but they're addressing that with the launch of Primer Pilot. **What problems is Primer solving and how is that benefiting you?** Primer allows me to reach and better understand my audience across multiple channels. ### 39. Improvements regarding the appearance of the application **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Computer & Network Security | Small-Business (50 or fewer emp.) **Reviewed Date:** December 28, 2023 **What do you like best about Primer?** Transparency of the website, selection of B2B product for customers. **What do you dislike about Primer?** The only problem is the subscription, because it seems too expensive to me (the lowest is $500 per month). **What problems is Primer solving and how is that benefiting you?** Communication with the client, groups. - [View Primer pricing details and edition comparison](https://www.g2.com/products/primer-sayprimer-com-primer/reviews?qs=pros-and-cons§ion=pricing&secure%5Bexpires_at%5D=2026-07-03+14%3A29%3A23+-0500&secure%5Bsession_id%5D=954f2d9f-95cb-4436-bfdb-7c52f1009f0c&secure%5Btoken%5D=6d3c4ebabc8eaab1bc28b29279a2bd1c22a59d467f2d44e0cf8c06ebbab49cba&format=llm_user) ## Primer Integrations - [Agentforce 360 Platform (formerly Salesforce Platform)](https://www.g2.com/products/agentforce-360-platform-formerly-salesforce-platform/reviews) - [Bing Ads](https://www.g2.com/products/bing-ads/reviews) - [Facebook for Business](https://www.g2.com/products/facebook-for-business/reviews) - [Google Ads](https://www.g2.com/products/google-ads/reviews) - [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) - [HubSpot Sales Hub](https://www.g2.com/products/hubspot-sales-hub/reviews) - [LinkedIn Marketing Solutions](https://www.g2.com/products/linkedin-marketing-solutions/reviews) - [Meta](https://www.g2.com/products/meta-ai-meta/reviews) - [Meta Audience Network](https://www.g2.com/products/meta-audience-network/reviews) - [Reddit for business](https://www.g2.com/products/reddit-for-business/reviews) - [TikTok Ads](https://www.g2.com/products/tiktok-ads/reviews) ## Primer Features **Platform Basics** - Centralization - Account Identification and Segmentation - Lead-to-Account Matching - Multichannel Engagement - Personalized Content and Messaging **Platform Basics** - Retargeting **Agentic AI - Cross-Channel Advertising** - Autonomous Task Execution - Multi-step Planning - Cross-system Integration - Adaptive Learning - Proactive Assistance - Decision Making **Marketing Distribution** - Segmentation - Personalized Messaging - Digital Advertising **Platform Data** - Measurement - Revenue Analytics **Platform Data** - Campaign Measurement - Attribution **Campaign Planning** - Strategy Mapping - Prioritized Accounts - Trending Accounts - Sales Activation **Platform Additional Functionality ** - Integrations **Platform Additional Functionality** - Multivariate Testing - Integrations **Agentic AI - Account-Based Advertising** - Autonomous Task Execution - Multi-step Planning - Cross-system Integration - Adaptive Learning - Natural Language Interaction - Decision Making **Agentic AI - Account-Based Orchestration Platforms** - Autonomous Task Execution - Cross-system Integration - Adaptive Learning - Natural Language Interaction - Proactive Assistance **Integrations** - Ad Network Integrations - Buyer Intent Data Integration - Marketing Automation Integration - CRM Integration **Artificial Intelligence** - AI-Powered Data Analysis - AI Personalization ## Top Primer Alternatives - [Demandbase One](https://www.g2.com/products/demandbase-one/reviews) - 4.4/5.0 (1,941 reviews) - [6sense Revenue Marketing](https://www.g2.com/products/6sense-revenue-marketing/reviews) - 4.3/5.0 (1,420 reviews) - [AdRoll ABM (Formerly RollWorks)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews) - 4.3/5.0 (646 reviews)